lamont:
If I could go back and do it all over again, knowing what i know now, I would certainly take the $1200 GUE OW class. If I did it all over again "for real", though, I'd be just as ignorant back then as I was when I took my first OW course and I'd opt for the $200 PADI class. Heck, I actually made a conscious decision to take a 2-weekend abbreviated PADI course instead of the longer full course when I started because I didn't know any better.
lamont, I think you just nailed it, and might not even realize it. I believe they aren't going for trying to land you, the uninformed off the street want-to-see-what-diving-is-about student. I believe they are looking primarily for the student that decides to try scuba after listening to all your stories. The student that trusts your opinion implicitly. Those people that you have told in the past to take an OW class, do a few dives, then go take a fundies class to learn what you really need to learn after you have a few dives to understand what you didn't learn in your OW class.
I can't imagine anyone having never been in a situation where they have told someone "Trust me, it's going to cost more, but it's definitely worth it". I've given that advice hundreds of times, as well as received that advice before. $400 mattress vs. $1200 mattress.... trust me, the $1200 pillow top is the way to go. Same sort of thing here. They aren't going to get the average student that walks into the average shop and picks out an OW instructor based on price and how many stars they have on their PADI sticker on the door. They are going to go after the informed student that wants the best that money can buy, and has the encouragement from those that they respect that it's worth the money that's being shelled out.
The other, smaller market that they might touch on, are those that come onto these boards to learn all they can learn before they even get into an OW class. How many posts have we had here on SB from people thinking about taking a diving course. How many of those have gotten an idea of who GUE is and what DIR is and thought they might want to go down that path once they are ready. Now they have an option to go down that path from the get-go.
You must remember one thing, and that comes down to "knowing what you know now". Just because you didn't know what you know now, then, doesn't mean you can't teach those that respect you, what you know now. Or at least enough to help them understand the difference between a $99 speed course at joe's diving shop who's going to convince them to buy $1200 in gear that they'll be tossing away in a year, and a $1200 course that sets them down the recommended path that you would have taken if you knew then what you know now.
I think Mike's example is a great one. You can find one hell of a range of prices on a college education. People don't shop for a college based on price... why should scuba be any different? Perhaps if GUE decided to adopt an application program and they only accepted a certain number of applicants a year, people would start to see the correlation and accept it for what it is.... higher quality education then what any joe shmo could get at his local community colleg....er... dive shop.